Town of Belchertown, Massachusetts Branding
Branding Belchertown was a municipal initiative to create a cohesive and modern visual identity that reflected the town’s history, character, and long-term economic development goals. The town’s previous logo:
Project Goals
Previous logo
Locality Studio worked with the Branding Belchertown Committee and project partners, incorporating community feedback gathered through meetings, an online survey, and a community open house. The survey received 120 responses.
The community engagement resulted in the need for a balance of natural/recreational, historic, and rural imagery. See the Research Document HERE.
Engagement
Locality Studio developed multiple logo concepts and visual directions, helping translate community values and local heritage into a contemporary identity system.
We contributed to the redesign of the town seal and created brand guidelines outlining logo usage, typography, color palette, and overall visual standards to ensure consistency across town communications, signage, and marketing materials.
The three branding choices provided can be seen below:
Design Process
Working with the Branding Belchertown Committee, the first option was chosen, revised, and refined into the following two logos.
The community voted on those two options - 295 votes total! - with the first option winning. A few tweaks were made before final files and guidelines were provided. The final logos can be seen below and the Brand Guidelines HERE.
Project Photos and Process
